Organon

Background

Lack of understanding about contraception contributes to a high level of unplanned births and terminations in the UK. As a leading provider of prescription contraceptives, Organon asked M&F to develop a campaign to ensure women were better informed about their contraceptive choices.

Activities

The Talk Choice survey of 1,000 women using contraception found that almost half did not know what type of pill they were taking. This headline-grabbing statistic was released to the consumer and professional media during Contraceptive Awareness Week. High-profile media medics were pre-briefed on the results and brought together for a roundtable discussion. Contraception Q&As were sent to agony aunts in women’s magazines, and the survey was also highlighted in radio interviews, online chats and advertorials.

Impact

Talk Choice was a compelling platform to highlight the wide choice of contraception now available to women, and the research was covered on ITV’s This Morning and Channel 5’s The Wright Stuff, reaching 1,591,000 viewers. In total there were 38 items of print, radio & online coverage, and the research has been submitted to the publication of the Royal College of Obstetricians and Gynaecologists by leading healthcare professionals.